Service: Google Ads
Google Ads puts you in front of a patient at the exact moment they search, which is powerful, immediate and priced accordingly. Run well, it is the fastest lever a practice has. Run carelessly, it is a monthly donation to Google. The difference is targeting, landing pages and honest measurement, none of which come by default.
What you get
Emergency searches, service research and brand protection behave differently and are priced differently. We separate them so the budget flows to what books appointments, not what merely gets clicked.
Sending ad clicks to your homepage wastes a good click. Each campaign gets a focused page that answers the exact search, with booking in reach, built and tested by us.
Google restricts how health services and products can be advertised, and AHPRA's rules apply to ad copy too. We write ads that clear both, so campaigns are not paused mid-month by a policy bot while your budget idles.
Calls, forms and bookings tracked as real conversions, with the plumbing tested before a dollar of media spends. If we cannot measure it, we do not spend on it.
The ad account is created under the practice's own login with us as a manager. Every keyword, every result and the full history stays yours if we ever part ways.
Before launch we agree what failure looks like: a cost per booked enquiry above an agreed line for an agreed period means we pause and rethink rather than quietly reloading your card.
The process
Ads reward discipline and punish enthusiasm. The process is deliberately unexciting.
First
What is a booked new patient worth to your practice, honestly? That number sets the maximum sane cost per enquiry, the budget and sometimes the decision not to run ads at all.
Then
A tight keyword set on exact and phrase match, capped budgets, one suburb radius at a time. The first month buys data as much as patients, and we say so.
Next
Search-term reports read weekly, junk queries negatived out, budget shifted toward what books. This unglamorous fortnightly discipline is most of what separates profitable accounts from expensive ones.
Ongoing
Cost per enquiry against the line we agreed, in a monthly note a practice manager can read in two minutes. When ads stop making sense, we recommend stopping. It has happened, and those clients trusted us more afterwards.
No surprises
Healthcare is one of Google's restricted categories, and the National Law applies to paid ads just as it does to your website. The practical limits, plainly:
Google blocks ads for prescription drugs and AHPRA and the TGA prohibit advertising prescription-only substances to the public. Cosmetic clinics feel this most: campaigns must be built around compliant service language, not drug brand names, and we design around that constraint from day one.
Google prohibits personalised advertising based on health interests, which rules out following people around the internet because they visited your treatment page. Frankly, patients prefer it that way, and search intent targeting works without it.
No testimonials, no unreasonable outcome claims, no misleading offers, and any discount must state its terms. Character limits make this harder than it sounds, which is why healthcare ad copy is written, not generated.
If the website cannot convert visitors, or margins on the advertised service are thin, ads amplify the problem at your expense. When the maths says wait, the growth plan says wait.
What it costs
Management runs $900 to $1,800 a month with us depending on campaign complexity, plus your media budget paid directly to Google from your own billing, which we suggest starting between $1,500 and $3,000 a month for a single-location practice in a metro area. Smaller budgets can work in regional markets; we will tell you if yours is too small to buy meaningful data.
Setup, including landing pages and tracking, is quoted fixed in the proposal. No percentage-of-spend fees: our incentive should be your results, not your budget's size.
Fair questions
Usually within the first fortnight, which is their whole appeal next to SEO's slower compounding. Judging profitability takes longer: expect a fair verdict after two to three months of data against the cost-per-enquiry line we agree upfront.
It depends on the maths and the market, genuinely. Ads suit urgent-intent services and new practices that need enquiries this quarter; SEO compounds and usually wins over years. Many practices run a modest version of both. The growth plan puts numbers behind the recommendation for your case.
Clinics can advertise compliantly at the service level, but the rules are the strictest in healthcare: no prescription-medicine brand names, tight limits on claims and imagery, and AHPRA guidance aimed specifically at cosmetic procedures. It is workable with care, and we would rather show you the constraints before you spend than surprise you after.
Very. The fix is dull: proper conversion tracking wired to calls and bookings before spending, and one agreed definition of a result. Two weeks of setup ends years of guessing.
Related guides
The free growth plan is a genuine piece of work: we look at your website, your local visibility and what nearby practices are doing, then send you a short written plan. Yours to keep, whoever you hire.